Indy interactive presentation

Anum Ahmed, Michael Auffrey, Kaylee Fulford, Sarah Grossi,

Allison Morrill, and Alex Petersen

November 8th, 2012

1. Introduction 2. Business Model 3. Operations Plan 4. Competition 5. Marketing

6. Proof of Concept 7. Sales 8. Financials 9. Timeline 10. Conclusion

The Need

Our customers are looking for:

• Affordability; inexpensive alternatives

• Fun destinations to explore in the Indianapolis area

• Convenience in creating entertainment packages

What are you doing this weekend?



Preview

DiscoverExperience

Enjoy!



5. Financial Plan

The Products

Predesigned Packages

Indy InteractiveCode: 118-752967Date(s): 11/3/12

Included:• 1 Tour Active Indy Tours-

Broad Ripple• 1 Burger- Boogie Burger• 1 Sundae- BRICS

Name:_______________



The Products

Second Type: Punch cards

• A 10% Discount at any of our merchant locationsIndy Interactive Discount Card

Name____________________________1 2 3 4 65 7 8 9 10



Business Model

Business Partners

Discount Cards

PredesignedPackages



Each package has a unique identification code • codes distributed to vendors• accepted during a specific time-period• Packages can be purchased online

Punch cards will be sold directly to customers • Selling on Butler’s Campus once a week• Punch cards good at any partner

http://www.indyinteractive.org

Operations

http://www.indyinteractive.org/



Competition

Info Interactive Indy Groupon LivingSocial Visitindy

Target Market Broad 18-55 Younger 18-30 Affluent Consumers

Older 30-55

Emphasizes the product experience

Yes No Yes No

Guaranteed immediate delivery with purchase

Yes No No No

Provides tourist Information about surrounding area

Yes No No Yes

Personal relationships with company

Yes No No No

Consistent availability of product

Yes No No No



Target Markets

Two main consumers:1. Exploring the Area- Packages

• Indianapolis Tourists and Residents• Prospective and Current Butler Students

• Looking for Activities to do with Students

2. Looking to save just Money- Discount Cards• Butler Students: Population of 4,156



To Market Strategy

Marketing to Businesses• Contact Executives• Negotiate Discounts• Benefits to Companies• Expand Packages



Marketing

Marketing to Consumers:• Promotional cards, brochures,

flyers• Conventions and Events at Butler

University and Indianapolis• Local Advertising – Butler Collegian

and Butler Connection• Promotional Material at Hotels• Social Media Presence



Proof of Concept

• Established business partners• Created custom packages• Developed promotional materials

– Flyers and business cards– Launch website

• Selling Period: October 29 - November 2– Learning experience



Takeaways

• Surveyed Students online and in person- Butler consumers want Punch Cards

not Packages- Butler consumers want more options

on the punch chards• Businesses are willing to work with

Indy Interactive



Projections

Sales Forecast January February March April Totals Individual Units Sold (Forecasted) 35 115 195 200 545Sales Price per Unit $5.00 $5.00 $5.00 $5.00 Product Sales-Individual Units $175 $575 $975 $1000 $2725

Group Units Sold (Forecasted)25 72 152 163 412

Sales Price per Unit $24.75 $24.75 $24.75 $24.75 Product Sales- Group Units $618.75 $1782 $3762 $4034.25 $10,197Total Unit Sales 60 187 347 363 957

Total Sales Revenue: $12,922



Assumptions

• January– Relatively slow sales– Only 2 weeks of sales

• February– Full month of sales– Valentine’s Day – 35% of gifts for Valentine’s

Day are dinner or an evening out– Full month of tours at Butler– First month of marketing materials in hotels



Assumptions

• March– More established companies– Promotion in hotels continues to grow – Spring Break is one of the busiest Butler tour times

• April – High school spring breaks are still occurring– Nicer weather will provide more opportunities to

participate in outside events such as Active Indy Tours



Financials

Start-Up

Marketing Expense (Fixed) $410

TOTAL $410

Operating Expenses

Marketing Expense $660

Interest Expense $8

Software Expense $16

TOTAL $684

Total Expenses $1,094

Contribution Margins

Punch Card Package Selling Price $5.00 $24.75 COGS $18.50

Contribution Margin $5.00 $6.25



Financials

Cash Flow January February March April

Beginning Cash Balance $0 $392 $1,121 $2,183 Butler Borrowings/Repayments $500 $0 ($500) $0 Pretax Income ($108) $729 $1,562 $1,649 Ending Cash $392 $1,121 $2,183 $3,832

• 225 Labor Hours• $17/Hour Wages

Break Even Analysis Individual PackagesUnits to Break Even 219 175Sales $ to Break Even $1,094 $4,331

Income Statement Sales $12,922 Less: COGS COGS (Individual Unit) $0 COGS (Package) $7,622 PayPal Charge (2.9%) $375 Total COGS $7,997 Gross Profit $4,925 Less: General Expenses $1,094 Net Income $3,832



Timeline



Review